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Online users deterred by personal data requests
Simple requests for personal details act as a deterent to visitors making online holiday bookings with operators, new research shows.
A poll of 508 users found that half left an operator site immediately when presented with an optional data collection page before continuing to view a specific brochure online.
From the remaining 50% that continued to view the brochure only 21% (53) volunteered personal information and from these users 53% (28) requested the removal of their details from the database once the visit was completed.
The survey was carried out by online brochure site www.onlinetravelbrochures.com in conjunction with a major tour operator.
Managing director Paul Green said: “The obvious question is how many of the 50% who continued to view the brochure would have done so if the data collection request was compulsory?
“Whereas other electronic brochure delivery systems require personal details and e-mail addresses to supply brochures, we are in the position to offer compulsory, optional or no detail collection to suit the requirements of the tour operator.
“We understand fully that data collection is an important part of marketing for organisations and we will continue to look at different approaches to gather information without deterring potential customer from viewing brochures online.”
The company had its top five most popular brochures viewed 2,500 times in May, a 48% month-on-month increase. Operators are being charged around £50 per brochure for inclusion. It recently completed a deal with Superbreak for the company to host their own brochures via www.superbreak.com.
Report by Phil Davies
Phil Davies
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